Fans were keen to get their hands on copies of the book at the earliest possible moment, with select Waterstones branches opening especially early to satisfy demand. As retailers kept up with demand, Radio 4 Woman’s Hour devoted a programme to Michelle Obama and readers joined in the conversation on social media, with talk of the book trending on Twitter.
Commenting on Becoming entering all book charts at number one in both book and audiobook form, Penguin General Sales Director Sam Fanaken said: 'The support from retailers has been extraordinary – from an incredible pre-order campaign run by Waterstones, to a brilliant launch right across the retail market. There are beautiful window displays across the country, nonstop bookseller enthusiasm on social media, and celebratory events.'
Giant screens at Waterloo Station displayed images from the book on publication day, giving commuters an insight into the autobiography.
Next week sees the opening of the Becoming pop-up shop – a partnership between Penguin Random House and magazine gal-dem - at 2 Bury Place, Bloomsbury in London. The shop will be the first of its kind to sell books written only by women and non-binary people of colour, mirroring the people behind gal-dem. Hosting events all week curated by gal-dem, the pop-up will also exhibit photos from Michelle Obama’s life that will afterwards be donated to Brixton’s Black Cultural Archives.